As email marketers, why is it that we send emails? Because we need people to take action, right? We need them to perform something. This “something” is usually distilled from the call to action, however a fantastic email carries that center message to each part of this message.
The subject line, the preview, the body copy, the images –that they all support the call to action. So if we send emails for people to take an action, the actual art of email advertising comes down to this: How can people make them accept that action? Marketers have been considering this since, well… advertising became advertising. Stress — dread of losing out, or dread of something bad happening
Pain — the pain of loss, the pain of embarrassment, shame, or physical pain
Exclusivity — everybody wants to be special
Relevance — offer the Ideal item to the Ideal person at the Perfect time, and you have got yourself a sale
Scarcity — another version of dread, but there will not be enough
Urgency is a type of scarcity and among the best fears to leverage when it comes to your e mail advertising.
So, let’s dive a little deeper!
Urgency (or even the scarcity of period) is a fascinating mix of several psychological levers. That fuels the fear that we will not act fast enough.
Let’s make no bones about it Urgency works.
That’s why you are interested in it.
Whenever there’s no sense of urgency, a subscriber might open an email from you and believe “Interesting… I will get back to this later.” Then after never comes.
However, if a subscriber opens an email which uses urgency nicely, they will believe, “Interesting… uh-huh… this is going to probably be over soon so that I should do something about it at this time. ” That is precisely the type of response you’re looking for, right?
So, how can you make that happen?
Let’s have a look!
Using Urgency in Email MarketingUrgency is certainly not just some psychological concept.
Adding urgency into your emails will allow you to longer opens, clicks, and sales.
It’s a Actuality!
So, below are five different ways to accomplish that.
Deadlines work for writers, but they are also ideal for marketers. That’s why flash sales, limited-time offers and all of their kin are used so frequently. They operate. Adding a time limitation to almost anything will force people to behave faster. Usually, any greater than 72 hours is a lot. This email in Pet360 offers a discount on a connected service however only if their subscribers behave fast.
Want to learn a wonderful spot to let people know about a deadline?
The subject line of your email address. Or, even if you can not match add it into the preview. Your subscribers will still be able to see the preview in their inbox. That could indicate that a higher open rate for the message, also.
2/ Countdown timers
And boy, do they function. Countdown timers increase click-through rates and sales almost every time they are used. They also proceed — such as animated gifs — that tends to entice distracted email readers much more.
Here’s an email with no countdown timer.
It’s a nice, respectable 15% click-through pace. Here’s the same email, today using a countdown timer. It’s a 38% click-through pace. That’s 253 percent more clicks than the plain email.
Nice, huh? What will greater than double your sales from the emails do to youpersonally?
3/ Limited quantities Urgency is a scarcity of time.
Publish them up, and some people will locate offer difficult to resist. Something like: “We are down to just 10 televisions left at this price!” If the last time a subscriber looked, you had 50 televisions, which sends a true bolt of urgency.
4/ “First X amount of people to use”
This is a positive spin on the scarcity and urgency tactics.I have seen this get used increasingly more in seminars, or when people are encouraging a new course. On the live webinar, the host will offer a strong bonus for anybody who signs up for the course prior to the seminar is finished. You can do this in emails, also, just by saying “the first 20 people to respond to this email will find a special bonus of X”.
5/ Use the “today” “Free”
It is still the most powerful word in advertising, but I would bet that “today” comes in as a close second.
So any time that you need to communicate urgency, be sure “today” shows up on your own copy. Then again at the call to action. Consider adding a postscript which also uses the term “currently”, also. It’s a little phrase with a very major punch.
Here’s “today” being used to get people on to some webinar:
Instill Urgency on Your Emails NowThe tune is crazy-competitive now and becoming more so daily. Why don’t you use every strategy available for you — especially if it’s already been proven to be among the all-time most effective sales tools? Whether you are promoting a new product or a brand new blog post, the point of your e mail is to get people to behave.
Urgency gets them to act now, until they overlook or get distracted.